Saint & Citizen presents

TheFourthSpace

Social strategy for the Miami activation: content, timing and ownership

Miami · 4–5 December 2026

The Fourth Space

Theroomwherecultureismade,openedtothepublic.

The four phases, as the campaign tracker lays them out

Campaignphases.

Phase 1

AXCS membership build

21 Sep – 3 Oct · sits before Whisper on the Arc

Grows AXCS membership on its own terms, before Janet or Fourth Space go public. This builds the base that gets first access once the door opens. A warmer list on day one is what makes the presale carry weight, not just goodwill.

Phase 2

Event launch

5–17 Oct · Whisper through Announce on the Arc

Fourth Space goes public here. The tease opens the door and Janet’s reveal moves interest into a member presale. General on sale is the step with a number attached, where attention becomes seats.

Phase 3

Sustain to Basel

17 Oct – 3 Dec · holding Warmth on the Arc

Holds Warmth once the room is already sold out, so the campaign doesn’t go quiet before Miami. Weekly reveals and proof from other S&C rooms keep Fourth Space credible and visible through to Basel.

Phase 4

The room & recap

4–13 Dec · The Room, then Recap on the Arc

Coverage of the room feeds the recap, which shows what the event delivered and opens the next Whisper for the next room.

Phase names and Sept–Oct dates from the campaign tracker. Phases 3 and 4 extend it to cover Basel and the event itself. The profile reset on 21–22 Sep sits inside Phase 1, not its own phase.

Phase 1 & 2

Contentcalendar.

21 September – 17 October

Phase 1, AXCS buildPhase 2, event launch

Mon

Tue

Wed

Thu

Fri

Sat

Sun

Internal: strategy & identity locked

Drop 1

Drop 2

Incentive

Drop 3

Internal: shoot

Tease, JJ signoff due

REVEAL

Teyana, 2nd signoff due

Kaytranada

Presale

On sale

Sustain

Dates follow the campaign tracker and are subject to change once confirmations come through. Dashed cells are internal only, nothing public posts that day. Red-ringed dates are the Janet critical path, sign-off due 72 hours before each post.

Phase 3 & 4

Contentcalendar.

19 October – 13 December

Phase 3, sustain to BaselPhase 4, room & recap

Phase 3 and 4 extend beyond the campaign tracker and are provisional, subject to change once confirmed.

Weekly cadence, one sustain beat a week, AXCS members see it 24h early

To confirm: which channel carries the early look, email or app

Week of 19 Oct

Sustain

Café Citizen LA + Jay-Z proof beats

Week of 26 Oct

Sustain

Week of 2 Nov

Sustain

Week of 9 Nov

Sustain

Week of 16 Nov

Sustain

Week of 23 Nov

Sustain

Countdown to Miami begins

The room, 30 November – 13 December

Mon

Tue

Wed

Thu

Fri

Sat

Sun

Dinner

Fourth Space, live

Recap

Post-event coverage

The posting calendar, in one table

Whatgoesout,andwhatithastosay.

Phase	Date	What goes out	Caption line	Channel	Owner
1	23 Sep	Education Drop 1: what AXCS is	Get a key	Instagram, email	Pana / Bradley
1	27 Sep	Education Drop 2: how it works, what members get	Join the list	Instagram, email	Pana / Bradley
1	30 Sep	Founding member incentive, why join now	Join the list	Instagram, email	Giulia / Pana
1	3 Oct	Education Drop 3, last push before the pivot	Join the list	Instagram, email	Pana / Bradley
2	9 Oct	Pre-announcement tease, no Janet	Save your spot	Instagram	Pana / Bradley
2	12 Oct	The reveal. Janet collab post, JJ sign-off by 9 Oct	Join the list	Instagram collab	JQ → JJ team
2	13–14 Oct	Sustain: Teyana, then Kaytranada	Keep showing up	Instagram	Pana / Bradley, TJ final
2	15–16 Oct	Member presale, then general on sale + 2nd Janet post	Buy a ticket	Email, Instagram collab	JQ → JJ team
3	17 Oct – 3 Dec	Weekly programme reveal, members 24h first	Keep showing up	Instagram, Stories, email	Pana / Bradley
4	4–5 Dec	Dinner, then Fourth Space, live to Stories	Post it, bring the crew	Stories live, feed recap	Giulia, on site
4	7–13 Dec	Sainted week: Janet cover, interview, recap	Watch it back	YouTube, Substack, Instagram	TBC

Channel by channel

Channelroles.

Channel	P1	P2	P3	P4	What we post there
Instagram					Feed: 4 posts a week, first place everything lands. Stories: countdowns, cut offs, live coverage as it happens, from Phase 2 on
TikTok					Cutdowns from whatever footage exists that phase. Active wherever there’s video to cut, no dedicated shoot of its own
Website sign up					Sign up, application and ticket pages
Substack					Post-event essay, Saints Book Club. Depends on Jordan being confirmed, otherwise this row drops
YouTube					Full recap film, then the Janet interview
LinkedIn					One partner-facing post per phase: AXCS momentum, the reveal, sustain proof points, then the wrap for renewal conversations

Before we can post it, it has to exist

Contentrequirements.

Phase 1

•Three education drop graphics, batch produced to one template
•One founding member incentive asset
•Email for each drop

Phase 2

•Content Day on 5 Oct shoots everything below in one day
•Tease
•Janet collab artwork
•Teyana and Kaytranada assets
•Presale and on sale graphics

Phase 3

•A repeatable weekly reveal template
•Café Citizen LA and Jay-Z proof beats
•Countdown graphics for late November

Phase 4

•Live Stories capture on the ground
•Recap edits by the deadlines on the approvals slide
•A cover, an interview and an essay for the days after

To confirm Who is cutting the TikTok native content and creator clip reposts. Owner not yet assigned

Who signs off, and by when

Approvals&criticaldates.

Approvals

Giulia: Socials

LAL: Copy & Email Cadence

Pana: Design & Art Direction

Daze: Creative

JQ & Abena: Final Approval

Not yet assigned: talent photo sign off on the night

Hard gates

21 Sep	Strategy and identity locked
4 Oct	Content Day shot list locked. One shoot feeds every Phase 2 asset, no recovery window if it slips
9 Oct	Janet post 1 to JJ team, 72 hour buffer for the 12 Oct reveal
13 Oct	Janet post 2 to JJ team, 72 hour buffer for the 16 Oct on sale
14 Oct	Presale link tested before the 15 Oct send

Do the proposed windows work

Postingtimeanalysis.

Deliverable, ET	UK time	Status	What it means
Fri 11 PM, dinner teaser	4 AM Sat	Dead zone	UK followers make up 28.5% of the audience today. This is a current snapshot and needs revalidating against December audience geography before the schedule locks
Sat 8 AM, dinner recap	1 PM Sat	Works	Lands in a good window on both sides
Sat 8 PM, exhibition recap	1 AM Sun	Dead zone	Biggest content day of the campaign, posted to the UK overnight
Sat 11 PM, evening clips	4 AM Sun	Dead zone	Same night as the row above, same problem
Sun 9–11 AM, afterparty recap	2–4 PM Sun	Works	Lands in a good window on both sides

What to do about it

Keep the deadlines as the edit turnaround target, not the publish time. Post live to Stories in ET for the exhibition and evening clips, then put the same cut into the feed again on Sunday morning UK time so it reaches London awake

Still to check

This table is built from today’s audience geography, not from S&C’s own Instagram Insights activity data, and not from where the audience sits by December. The next three activations run in the US, so the mix may skew more American by the time Fourth Space lands. These are also weekend nights, when people stay up later than a weekday baseline assumes. Live Instagram Insights data should be pulled closer to the date before these windows are locked

For the shot list

Platformrequirements.

Feed, 6 posts across the weekend

Vertical 4:5 or square. One hero image per post that reads clearly at thumbnail size, not raw phone footage

TikTok, 6–9 cutdowns

Vertical 9:16 with clean talent or crowd audio captured on the day, not just visual b-roll

Stories, live throughout

Real time, vertical, lightly edited. Priority: the exhibit, the carpet, the room in motion, the afterparty

YouTube & Substack

The recap film and the Janet interview, cleanly chaptered, plus a written piece for the days after

Priority 1

Talent moments needing sign off before the room moves on

Priority 2

Clean sound-on clips for TikTok, since there is no separate shoot for it

Priority 3

Wide shots of the room empty and full, for the recap film’s open and close

Who’s on the ground

Creatorplan.

Creator	Role on the ground	What they shoot	Status
Denola	Fashion correspondent, Art Basel weekend	Red carpet style reviews, sustain week content	Not locked in
Kimberly	On the ground correspondent	Vox pop, guest interviews at the carpet and exhibit	Not locked in
Jordan	Role to confirm	GRWM with Kim, possible feed collab	Role TBC
Kyle	Guest, possible surprise moment	Surprise listening session, celebrity GRWM	Not locked in

Own channel posting stays with each creator, on their own timing. S&C reshares the best of it to Stories same day. Briefs and splits need confirming before Content Day, 5 Oct.

Moment by moment

Creatorprogramming.

Friday, red carpet

Kim interviews guests as they arrive. A check-in camera style piece, posted to their own channel and reshared to S&C Stories

Saturday, the exhibit

Vox pop with people waiting in line. A correspondent asking Citizens what brought them here, native to that creator’s feed

Sustain week, 7–9 Dec

Denola’s style reviews, plus GRWM content with Jordan and Kim, slotted across three feed and Facebook posts

Decision neededFour sustain week ideas, three feed slots. Either combine the two red carpet pieces into one post, add a fourth sustain day, or drop one before Content Day

After the room

Contentladder.

On site

Creators post to their own channel, on their own timing

Same day

S&C reshares the best clips to Stories while the room is still live

7–9 Dec

Curated cuts slot into the sustain week feed and Facebook programme

After that

Standout coverage becomes the case for the next open call and the next room

Before this locks

Opendecisions&owners.

•Confirm the Saturday night fix, resurface to feed the next UK morning
•Pull S&C’s own Instagram activity data to sharpen the posting windows
•Assign talent photo sign off owner for the night
•Confirm live posting for the Friday dinner

•Assign a TikTok editor, drops or reposts
•Lock Denola, Kimberly, Jordan and Kyle’s roles before Content Day, 5 Oct
•Resolve the four ideas, three slots clash in sustain week
•Set the report owner and date for post-campaign measurement